"Uncomfortably Soft"

5 May 2026

61s

Gummies bared.

These days, confectionery isn't necessarily what springs to mind when you hear the word 'gummies' so the decision by Skittles to introduce a soft variant and refer to them by that name may have part of the audience wondering whether they can now buy drugs from the drugstore. More so because this brand's signature style is surrealism, and they haven't remotely toned down the weirdness in this trio of 20" spots.

In each execution the word 'soft' is used repeatedly to ensure that the audience understands the difference between the new variation and the existing offer. This emphasis suggests that they have established there is a section of the market which has been crying out for Skittles which don't rattle the teeth when poured into the mouth... or something like that.

Director Carl Sundemo goes at each of the three ideas with relish. The first execution has a balloon dog sliding its way across the living room floor and making its owner realise that perhaps you can have too much softness after all.

And if that sounds weird, wait until you see the second execution in which two softness-loving men emerge from the pocket of a kangaroo who appears to have an affection for both them and the advertised confectionery.

Things get weirder still in the third ad which has a man being massaged by a pair of giant jellyfish.

It's all very silly, very trippy and a very Skittles! Will these ads inform the audience about the new product? Hell, yes! And are they are going to fly off the shelves? Of course they are.

USA

Confectionery (Fruit)